8/13/2023 0 Comments Customer trafficThe conclusion is that price is not the only competitive advantage available to dealers now. Dealers have found that switching from a price-related offer to a solutions-related offer in their current advertising will yield a noticeable result. The No Low Price method requires using offers that address specific problems customers have, and presenting solutions to them. And do you really want to be the dealership with the lowest price, tumbling down the low-price slide at full tilt until you hit the bottom with a zero profit margin? The No Low Price method is the answer to this chilling scenario. If you can’t be that dealership, then you won’t attract these price-shopping customers. That’s because when you’re competing on price, there can only be one dealership with the lowest price. Unfortunately, price-related offers do little in the way of attracting customers. Most dealership marketing features price-related offers such as discounts, low payments, rebates, or special incentives. This is about offering truly unique and valuable experiences and benefits to your customers, which effectively removes you from the commodity-pricing game. Explain the maintenance package that comes with a car from your dealership.ĭo you give free car washes to your customers on Thursdays? This is not about pulling silly marketing stunts like putting pink gorillas on your roof or featuring talking dogs in your commercials. Tell about a unique warranty or satisfaction guarantee you offer. Focus on the value-added services your store provides. While all of your competitors are screaming about prices or payments, service or selection, you must create a truly compelling, irresistible offer. Tell the people exactly how and why you will make their lives much better, and back it up by delivering what you promised. What problems can you help your customers solve that your competition can’t or won’t? What unique experience comes along with buying a car from you? What do you have that no one else does? Hint - it’s not customer service or how long you’ve been in business. Declare to the world, “I am the obvious choice! You’d be crazy to buy a vehicle from anyone else!” Highlight the powerful benefits that come with purchasing a vehicle at your dealership. Stop talking about your inventory, and start talking about the specific reasons a customer should choose you over your competitors. Here are three basic tweaks you can make to market smarter and start attracting more customer traffic today. Long story short - you end up burned out, with a reputation for being a product pusher, running a business that is stressful for you and your customers. When you market your dealership using traditional lead-generation and customer-attraction methods, your job becomes a seemingly endless task of chasing down leads, making countless calls, pushing for appointments, and forcing outcomes. The traditional customer-acquisition process is frustrating for dealers and hard on prospects and consumers. For most dealerships, attracting customers is the biggest barrier to success.
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